Microsoft Azure Marketplace and Why it Matters to ISVs

microsoft azure marketplace logo

Buying and selling through Cloud Service Provider (CSP) Marketplaces is on the rise, especially on Microsoft’s Azure Marketplace. Both buyers and sellers see the advantages of the streamlined processes and incentive available when transacting through Cloud Marketplaces. 

Microsoft Azure is the second largest CSP (only behind AWS), making the Azure Marketplace a popular place to highlight your solution. However, the space is growing more crowded everyday. As of January 2024, there were over 41,000 products and services offered on the Azure Marketplace. For ISVs, the challenge is standing out in a sea of apps. 

Invisory helps ISVs of all sizes and maturities unlock cloud marketplace success. Our one-of-a-kind GTM cloud platform gives users the power to list, co-sell, create private offers, track metering and transacting. But listing and becoming transactable is only the beginning. By working with Invisory, you also receive access to expert-built, go-to-market resources, playbooks, and automated GTM deliverables. Rise above the noise with our one pagers, messaging guides, and other assets designed to help ISVs succeed. 

Turbocharge your Azure Marketplace GTM strategy with our platform

Accelerate your timeline

Getting up and running on hyperscaler marketplaces is time consuming and a drain on resources. Save time and decrease risk with our simplified listing, app management, and co-selling workflow tools.

Work smarter

Manage your listings, co-selling, and offer activities on all of your hyperscaler marketplaces directly from your Invisory dashboard.

Customize your offers

Quickly create private offers that speak directly to the unique needs and contracts of your customers.

Improve partner visibility

Get a clear picture of who you're working with across your cloud marketplaces sales team and consulting partners.

Track metering

Keep a clear eye on usage metrics that impact business. No more wasted cloud commit spend and no more overages.

Close more deals

Equip your team with actionable intent data to spot gaps and seize opportunities.

Developing a cloud GTM strategy for Azure Marketplace

If you’re considering entering the Azure Cloud Marketplace (or you listed and aren’t seeing the success you anticipated), you aren’t alone. Getting your listing and offers right is just the first step. Once listed, success depends on how well you manage your partner relationships and co-sell activities. Here are three things you need to know:

  • Become transactable

    The only way to ensure your listing is visible and valuable to prospects and marketplace partners is by making it transactable. This is where Invisory comes in — you can rely on our expertise to guide you to success.

  • Have a co-sell strategy

    Following marketplace program guidelines creates an easier path for co-selling and accelerates your partner-led pipeline. Invisory will keep you on track and informed so you can get the most out of your co-selling partnerships.

  • Mature your metrics

    Tracking what matters like opportunity submissions, upcoming expiration dates and key partner champions will guide you on where to lean in and where to adjust. Invisory can help you get a solid sales process in place (and documented) so you can fully enable your teams for lasting success. 

Discover our personalizable hyperscaler packages

Don’t waste time and technical resources building complex integrations. Leverage our knowledge and automated workflow tools to get transactable, streamline your selling and co-selling processes, track which partners are delivering value, and close more deals.


Activate your cloud marketplace journey with our listing service and enablement accelerators

Marketplace listing creation

Transactable offer creation

Private offer training

CSM (fractional)

Marketplace goal setting with read out


Everything in “Launch,” plus…

Automate key Cloud GTM activites with Invisory platform

CSM (dedicated)

Invisory Platform and co-sell automation  

Guided marketplace benefits activation

Private offer training

Partner program enrollment 


Everything in “Growth,” plus…  

Expert guidance to help you accelerate your Marketplace channel through co-sell and marketing

Ecosystem positioning

Co-marketing material (1-pager, battle card, win tile)

Selling with marketplace trianing for AE’s

Unlimited access to self-service templates

Ready to unlock success?

Your guide to the Azure Marketplace

  • What is the Microsoft Azure Marketplace?

    The Microsoft Azure Marketplace is a digital store where independent software vendors list, sell, and co-sell products and services. ISVs can list, co-sell, and become transactable. In turn, marketplace buyers can try, buy, and deploy thousands of cutting-edge apps and products, right from their main cloud provider. 

  • Listing your app and becoming transactable on Azure

    Becoming transactable on the Azure Marketplace means that Microsoft manages the payment for an ISV’s software license on behalf of the ISV. Transact offers are billed directly to Microsoft, which means the buyer must pay with their credit card or through the Microsoft Azure Consumption Commitment (MACC) program, where Azure customers can get discounts.

    When Azure customers buy cloud services and participate in MACC, they sign a contract to spend a set amount of money over a specific time period, usually 1 year. At the moment, 1 USD = 1 Azure dollar. Azure commitments operate like a pre-loaded gift card. In the customer’s eyes, the money is already spent. Now they just need to find a worthwhile solution. 

    All charges appear on a customer’s Azure bill, which makes selling on the marketplace more reliable than going at it alone. After all, customers rarely default on their cloud bills, since that’s where much of their business is hosted. 

    How to become transactable: 8 steps

      1. Create a Partner Center Account. This is your home base for listing and transaction management.
      2. Undergo the Verification process. Prove that you meet the minimal legal, financial, and operational requirements to become a transactable partner.
      3. Meet the technical requirements. You must meet specific requirements set by Azure to ensure your tools are compatible with the platform so you offer a seamless UX. Requirements include meeting performance standards, security measures, compatibility checks.
      4. Setting up a landing page. After all the technical requirements are met, then you need to create a landing page or solution. Think of it like an online storefront in a mall of solutions – you need to stand out from the crowd.
      5. Set up billing. Azure’s billing solution is an asset for ISVs and other vendors, but setting it up can be tricky. Integrating billing data on your server with Azure’s system isn’t straightforward. You will need to be strategic when configuring your webhooks and API, as sellers are limited to 30 billing metrics. If you’re stuck on how to customize Azure’s billing system, Invisory can help you build a pricing plan that gives you and your customers the most flexibility. 
      6. Go live. As soon as you have all the pieces in place, you can click “Go live” on the “Offer overview” tab to publish your software offer. Following this, your listing will go through a certification process, which can take a few days to complete.
      7. Align and scale. Becoming transactable is only the beginning. As soon as your listing is live, monitor marketplace metrics and gather customer feedback to refine your offerings. Keep your listing current with the latest product details and pricing to build trust. You will want to keep up-to-date on changes in Azure, as well as engage with marketplaces representatives to shape your medium-term  and long-term strategy.
      8. Explore other hyperscaler marketplaces. After you’re live on Azure, consider listing your app on another marketplace to further boost your reach. The Amazon Web Services (AWS) cloud marketplace is a good option for ISVs.

    Learn more about becoming transactable in our “The Future is Transactable” eBook.

  • Becoming co-sell and IP co-sell ready

    In addition to becoming transactable, ISVs can become co-sell ready. This means that Microsoft sellers will sell a solution on behalf of an ISV. 

    First, you will need to meet co-sell ready status, which requires you to create a business profile in the Partner Center, publish an offer on the marketplace, and provide additional documentation, including a one-page and a pitch deck. 

    After successfully achieving co-sell-ready status, you have the opportunity to become IP co-sell eligible. This requires meeting specific revenue targets (at least $100K of Azure Consumed Revenue over a 12-month period), technical requirements, and becoming transtactable. 

    Learn more about the difference between co-sell ready and IP co-sell ready on our blog.

  • How many products are in the Azure Marketplace?

    As of the beginning of 2024, over 41,000 products and services are available on Azure Marketplace, per Statista.

  • What is the difference between Microsoft AppSource and Azure Marketplace?

    While Microsoft AppSource focuses on business and industry-specific solutions, Azure offers a number of applications designed for developers and IT professionals. You will be able to curate which apps appear on your marketplace based on the categories and industry verticals you specified.

  • How do I enable Azure Marketplace?

    Enabling Azure Marketplace is relatively straight forward. According to Microsoft, you will need to complete the following steps:

    • Sign in to the Azure Portal.
    • Navigate to Cost Management + Billing.
    • In the left menu, select Billing scopes and then select a billing account scope.
    • In the left menu, select Policies.
    • Under Azure Marketplace, set the policy to On
  • Types of solutions on Azure Marketplace

    The Azure Marketplace is home to a wide range of solutions across a number of categories, including: 

    • Artificial intelligence (AI) and machine learning
    • Blockchain
    • Data analytics
    • Cyber security 
    • Containers
    • Internet of Things
    • Developer tools
    • Databases
    • Identity and access management
    • Internet of things (IoT)
    • Migration
    • Mixed and virtual reality
    • Networking
    • SaaS (software as a service)
  • Benefits of listing, selling, and becoming transactable on Azure

    Benefits of listing, selling, and becoming transactable include:

    • Trust, since customers have faith in the Microsoft brand
    • Partner opportunities, including access to Microsoft’s support and resource 
    • Increased customer base
    • Security and compliance tools
    • Flexibility
    • Scalability
    • New revenue channels 
    • Customization, including the ability to send private offers 
    • Streamlined and simplified payments 
    • No need to worry about international taxes or currency conversions, international banking, cross-border taxes, or tariffs 
    • Integration with popular Microsoft products, such as Office 365 and Teams
    • Opportunity to participate in ISV programs for innovation 
    • Reliable revenue
    • No need to go chase after late payments or missed payments, since Azure manages all of the payments for you
    • Bypass delays that are common in enterprise deals 
    • Streamline the legal review and contract process

    Read more about the advantages of being transactable on our blog.

  • Challenges of listing and selling on Azure

    Listing on Azure comes with a number of challenges, such as: 

    • Lack of resources, especially for small ISVs and startups 
    • No cloud alliance or partnership team
    • Complexity – lots of room for error 
    • Not too much familiarity with the ecosystem (our helpful guide to Azure marketplace acronyms can help!)
    • Not enough technical resources to build an API that allows your app to communicate directly with Azure 
    • Metering – figuring out how to configure and price your solution can be challenging 

    Once ISVs are listed, other challenges pop up:

    • Not meeting revenue targets to get the attention of a PDM, or Partner Development Manager 
    • Meeting the technical and compliance requirements to become transactable 
    • Standing out in the sea of solutions
    • Developing a GTM strategy specific to Azure
  • ISV pricing models on Azure

    If you’re listing on Azure, you will have a number of approaches to pricing your application or solution: 

    • Free
    • Free trials
    • Pay as you go (metering)
    • Private offers, where ISVs create an offer with negotiated price, duration, and terms for a specific customer
  • What are the benefits of becoming transactable on the Microsoft Azure Marketplace?

    There are a number of benefits to becoming transactable on the Azure marketplace.

    Extended market reach

    • Massive global audience 
    • Can be found by internal cloud sales teams who search their own marketplace to solve technology gaps for clients
    • Spanning a number of industries 

    Simplified purchasing for customers and billings

    • Direct purchases through the marketplace
    • Customers don't need to leave the platform 
    • Taking advantage of customers spending down their cloud commit 

    “Ride along” in the onboarding process 

    • Streamline the  procurement and onboarding process
    • Skip vendor onboarding
    • Use templates for existing vendor and legal agreements 

    Opportunity to become IP co-sell ready

    • Unlock new benefits from Microsoft, including eligibility to participate in Microsoft Cloud Partner Programs.